When should you publish (and how often)?


What are the best days for you to publish blog posts or other content? Which days get the most “opens,” sign ups, forms filled out, clicks and engagement? 

Check your stats. 

You might find that Tuesday gets far more opens than other days of the week, in which case you should consider making Tuesday your publication day. 

But, there’s a problem. You typically need enough subscribers to see enough of a statistical variation to matter, and most lawyers don’t. 

If your list is relatively small, other factors besides the day(s) of the week can affect opens and other metrics. So which day(s) you publish might not be important.

How often you publish is another story. 

Publishing once a week will bring better results than publishing once a month. The more often you show up in their inbox, the more your subscribers will get to know you. If they like what you write, they will read most of your messages, look forward to them, and act on them. 

So, publish as often as possible.

Once a week is good. Depending on your market and practice area, two or three times a week, or even every weekday as I do, is (usually) better. 

It allows you to build a relationship with your readers, and that can make all the difference. It’s better to have 100 subscribers who like and trust you than 10,000 who aren’t sure who you are. 

Won’t you get more opt-outs if you publish more often? Probably. But you’re not writing a newsletter for everyone who happens to be on your list. You’re writing for the ones who love you and can’t get enough of you. 

The ones who read you because you teach them things they need or want to know. Because you inspire them, give them ideas, make them laugh, and otherwise lighten their burdens and make their life better.

You don’t have to write brilliant or lengthy articles or posts, or give away the store. You simply need to provide value and publish often enough to stay in your subscribers minds and hearts.

How to write an email newsletter that builds relationships